Overview
Merck conducts its annual engagement survey, achieving a high response rate in the previous edition. This year, the company challenged Imagem Corporativa to enhance the communication campaign to encourage participation in the survey — previously managed internally by Merck — and surpass the previous year’s record response rate.
The company’s workforce comprises both operational and administrative audiences, including office staff, Distribution Centers in São Paulo, and a manufacturing plant in Rio de Janeiro, requiring tailored and precise messaging for these distinct groups.
Objectives
- Encourage voluntary participation in the engagement survey.
- Reinforce the value of high-impact attitudes within the company.
- Foster a sense of identification and connection among employees.
- Achieve over 93% response rate in the survey.
Campaign
The campaign focused on highlighting the value of employees’ voices, with the tagline “We Listen, We Act” featured across all materials. The central message emphasized the positive changes previous EES surveys had brought to employees.
Campaign materials showcased real employees sharing their personal stories, aiming to evoke feelings of identification, pride, and belonging. This approach was designed to increase participation and engagement.
Results
- Surpassed the previous record for survey responses.
- Achieved a 96% response rate, representing approximately 1,250 participants.
- Produced 21 materials, including email marketing, TV content, and WhatsApp messages.
